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White Papers

Marketing’s Role in the Integrated Business Planning Process

The white paper underscores why the marketing group is a critical stakeholder within Integrated Business Planning and how marketing impacts product management and business development.

The Integrated Business Planning horizon is typically 24+ months; considerably longer than most companies’ operational focus, which is normally short term in nature.

Definition of Integrated Business Planning

  • A process led by senior management that evaluates and revises time-phased projections for demand, supply, product, and portfolio changes, strategic projects, and the resulting financial plans. This is done on a monthly basis, typically over a 24-month rolling planning horizon.
  • It is a decision-making process that realigns the tactical plans for all business functions in all geographies and operating units to support the company’s business goals and targets.
  • A primary objective of Integrated Business Planning is to reach consensus on a single operating plan, to which executives of the management team hold themselves accountable and allocate the critical resources of people, equipment, inventory, materials, time, and money to most effectively satisfy customers in a profitable way.

One of the key additional participants in this integrated management process is the Marketing group which, by its very nature, should be planning two years and beyond. That makes the integration of Marketing into Integrated Business Planning a natural addition to provide a longer-term view.

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